With a falling market, only the most useful projects that will help people earn money or provide new opportunities will survive.
The most difficult thing in a falling market is to attract people to the project so that the liquidity will continue to grow.
Even then it's hard to find investors because people think that they can buy same coin/token for a cheaper price in the future. That's why they prefer to wait for the most attractive price. Every coin have this problem, even Bitcoin. People don't buy at 40k but they are ready to spend money when it falls down to 30k. There is no safe coin in bear market.